Why should you blog ... even if nobody reads it? How do you get your company blog to suck less? Here is one of Mark Schaefer's most popular presentations.

1. Mark W. Schaefer@markwschaefer Please. Stop making your company blog suck.

2. BIG, BIG, BIG IDEAS Ten reasons your business should blog (even if nobody reads it!) Evolution of corporate blogging 10 anti-sucking ideas BONUS – Content is power

4. Why Are we blogging?

5. It’s about …

7. to more people

8. more often

10. The Social Web Model: Systematically Create an Info Eco-system Employees Customers Your Website Prospects LocalStakeholders

11. Let’sDISCOVERHow to have a company blog that doesn’t SUCK

12. TOP 10 Reasons to BLOG!

13. SEARCHengine benefits

14. DIFFERENTIATION

15. INFINITE Search Life

16. INTEGRATE with sales strategy & other channels

17. CRISIS management

18. FOCUS on strategy and POV

19. RE-PURPOSE content in newsletters, whitepapers

20. REFERENCE library

21. INTERNALcommunications

22. PRopportunities/Massive reach

24. EVOLUTIONof corporate blogging

25. Personal

26. Multi-channel http://www.oracle.com/blogs/index.html

27. Multi-topic

28. Innovation

29. Problem-solving https://caterpillar.lithium.com/caterpillar/

30. Community engagement http://www.wegmans.com/blog/

31. Voice of Authority http://www.manpowerblogs.com/

32. The curious case of the Fiskateers* *Courtesy Brains on Fire

33. Ten Simply Amazing IdeasTo Keep You From Sucking

34. 1) GET YOUR DUCKS IN A ROW … FIRST

35. Such as … Content plan Approval process Editorial responsibilities Resources

36. 2) ENTERTAIN

37. 3) CONSIDER CULTURE

38. 4) Go ahead and sell, dammit.

39. Direct selling Blog-only offers Product ads Giveaways that require opt-in Feature helpful uses for your product that encourage people to buy more Why NOT?

40. 5) Social validation

42. 6) Engage Leadership

43. 7) Deputize

44. 8) Leverage your content (baby)

45. 9) FIVE steps to a PERFECT post Compelling headline Original viewpoint Courage to be imperfect Don’t write, re-write Timely

46. 10) LOWER EXPECTATIONS

47. The myth of community-building 85% of the visitors to your blog will have never been there before and will probably never be there again. 2% of the people who read your blog will take the time to comment. 75% of the Fortune 500 companies have some restrictions on employees even accessing blogs from work.

48. What engagement is realistic? Not having comments does not mean people aren’t engaged. Consider: Page views RSS feed subscriptions Offline comments Customer feedback Tweets References to your posts

50. Re-frame how your blog can align with your corporate goals

52. BLOG: www.businessesGROW.com TWITTER @markwschaefer EMAIL MSchaefer700@gmail.com